How to market to your customers, not just your prospects
David van SchaickSuccessful B2B brands keep customers as well as finding new ones, and they also know you need to communicate with these two groups differently.
In-depth features, interviews and insights into marketing’s biggest issues.
Successful B2B brands keep customers as well as finding new ones, and they also know you need to communicate with these two groups differently.
Technology is helping make B2B market research easier and cheaper for everyone from corporates to SMEs, but will communications improve as a result?
Not only is Mark Ritson one of the most authoritative voices in marketing he can also predict the future. Sometimes. From the demise of Coke Life and Brexit to the failure of Tesco’s venture brands, here are the times his predictions proved right.
Direct Line’s follow-up to ‘The Fixer’ has proven more successful than its predecessor – despite lockdown hitting just weeks after it was launched – showing that investing in brand has both short- and long-term positives.
From Tesco to Starbucks to Leon, the Marketing Week team chooses the second set of eight campaigns that make up our best marketing of 2020.
From the BBC to Ikea and Heinz, the Marketing Week team chooses the first set of eight campaigns that make up our best marketing of 2020.
Plusnet has redefined aspects of its brand, including its positioning and use of codes to ensure its marketing is as effective as possible.
Coughs and sneezes spread a marketing message for Covonia in a category-first campaign.
Audiences of streamed TV and films are hard to reach, but not impossible, and with relevant content and compelling creative brands have a key opportunity to stand out.
At the end of every week, I look at the key stories, offering my view on what they mean for you and the industry. From the lessons from a CMO-turned CEO to 10 years of Mark Ritson, it’s been a busy week. Here’s my take.
Creators on TikTok have a unique understanding of their audience and the content that works, making them a valuable asset for brands using the platform.
A deep dive into changes to social content, from stories to AR and live video.
The British lifestyle brand is coming back from administration fighting, with a digital strategy based on five key objectives.
Toyota targeted mainstream drivers wary of new tech and reluctant to be early adopters.
Travel marketer Will Weeks shares the lessons he’s learnt from being made redundant and the job hunt routine that keeps him sane.